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Strategic Brand Management (3rd Edition)

Amazon.com Price: $19.28 (as of 12/05/2019 18:36 PST- Details)

Categories: Algebra, Books, Business and Finance, Business and Money, Linear, Marketing, Marketing and Sales, Mathematics, New, Used and Rental Textbooks, Product Management, Pure Mathematics, Science and Math, Specialty Boutique, Subjects

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Description

Incorporating the contemporary industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with a large number of techniques and practical insights for making better day by day and long-term brand decisions–and thus bettering the long-term profitability of specific brand strategies.

Finely considering “how-to” and “why” all the way through, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes a large number of examples on virtually each topic and over 75 Branding Briefs that identify successful and unsuccessful brands and provide an explanation for why they have got been so. Case studies will familiarize readers with the true-life stories of Levi’s Dockers, Intel Corporation, Nivea, Nike, and Starbucks.

For industry professionals from brand managers to chief marketing officers

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Strategic Brand Management (3rd Edition)

Description

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